Step 1: Set a Goal

You can’t have success with any marketing campaign if you don’t have a goal. As you are creating your campaign, outline your desired outcome of your direct mail response. Some example goals for direct mail marketing include:

Generate new sales within specified time frame (i.e. 100 sales in 30 days)

50 coupon redemptions, which translate to store visits

50 phone leads that are converted to appointments

Cross sell or up sell products that are related to those included in your direct mailer

100 eBook downloads

100 newsletter sign ups

And the list goes on. Whatever goal you decide on, the point is that you need to have a goal before you start.

You can’t measure your success without a goal.

Step 2: Consider Your Offer

After you have a goal in mind, your next step is to consider your offer. In order to generate a positive response from your direct mail marketing campaign,

our offer needs to be compelling.

For example, you can offer a cutout coupon that gives your customers a discount on specific items. Another option is to go the educational route and offer an informative eBook that they can download on your website. This is useful for building an e-mail list so you can keep in touch with your customers on a regular basis.

Once you have an offer in mind, you’re ready to think about design.

Step 3: Designing Your Direct Mail Piece

Finally, consider the overall design of your direct mailer.

Your direct mailer needs to be eye-catching enough…

that it grabs your customer’s attention and doesn’t end up in the trash. With large amounts of junk mail flowing through mailboxes every day, it’s easy to get lost in the shuffle.

From there, be sure that your call-to-action is clear.

You don’t want your customers having to guess what to do next. Make your phone number or website address in a location that is easy to spot.

Don’t forget that branding plays a big role in the design of your direct mailer.

Keep your direct mailer consistent in terms of color scheme and typography. It should seamlessly flow with the style and message of all of your brand’s marketing materials, from your website to your logo.

Strategizing a successful direct mail marketing campaign doesn’t have to be a big mystery.

These critical pieces to direct mail marketing success will help your marketing campaign perform while stretching your budget as far as possible.

Third Angle

Third Angle is a company focused on building brands, websites, and
digital marketing strategies that get results for small businesses.